Client
Fiorucci
Project
Recreating Bold Fashion Through a New Shopping Experience
Industry
B2C
Fashion
Services
Brand Experience (Bx)
Commerce Enablement
Customer Experience (Cx)

Background
Founded in 1967, Fiorucci is an iconic Italian fashion label built on the values of creativity, invention, excitement, and inclusivity. Known for promoting unique, underground fashion trends from around the world, the famous label was relaunched in 2015 with new retail stores and an online eCommerce shop to cater to a global audience.Brief
Fiorucci.com is the official global online store for Fiorucci. BORN was tasked with creating a more interactive, modern online experience – all while staying true to the classic Fiorucci brand style. The team merged the best of content and eCommerce to improve the online experience and drive conversions.Goals
Transform hard-coded areas into a CMS-based system with flexible technical capabilities. Showcase Fiorucci’s dynamic content by developing modular pages with editable content blocks. Drive conversions by making the product browsing experience more visually appealing, informative, and intuitive across multiple platforms.Our Approach
BORN took a holistic approach to Fiorucci’s website redesign. Driven by seamless consumer experience, compelling brand story and appealing visuals, the new site was built with a flexible template approach that allows editable content blocks on a CMS-based system. The team focused on key areas, such as homepage, navigation, product listing and product detail pages, to optimize the shopping journey and improve sales conversion.





Mobile-First Design
Prioritizing mobile-first and cross-device journeys, BORN optimized web content and navigation to be more appealing when viewed on personal devices. The new mobile interface provided a consistently engaging and intuitive consumer experience, significantly driving mobile conversions.Intuitive User Experience
The redesigned navigation experience, with more specific subcategories and clickable visual icons, makes products instantly and more intuitively shoppable.
Filter & Display
A persistent PLP filter bar makes product browsing an easier, faster, and optimized shopping experience.

Component Library
A library of flexible content modules supports dynamic campaigns and personalized content.






